| Nowadays,China’s consumption-driven economic transformation and upgrading momentum is fierce,consumer credit market has a broad space to upgrade,regulators rectify the Internet finance,eliminate industry chaos,objectively benefit the overall development of the credit card industry,the credit card industry may usher in a new round of "golden development period".At the same time,China’s macro-economy is accelerating the transformation from investment-driven to consumption-led,consumption has become the first driving force of national economic growth.With the growth of consumption scale and the upgrading of consumption structure,the scale of consumer credit in China will usher in a significant growth.As a high-quality and important carrier of credit,credit card is expected to be further released under the background of large consumption,strong demand and strong growth in China.At present,the income sources of credit cards mainly include installment fee,consumption commission,annual fee income,other charges related to credit cards,withholding payment and value-added product income.In these businesses,the Consumer Commission is greatly affected by macro policies,including domestic,overseas,network and other transactions commission,as well as staging fees,including bills staging,single staging,cash staging and other businesses.However,the impact of the card issuing amount is the withholding fee and other financial charges.In summary,value-added products business income mainly depends on product innovation and sales ability,active income generation.On the basis of continuing to increase the income of installment loan business,the development of value-added products(that is,intermediary business)income will be the direction of sustainable development of credit card.In 2003,CITIC Bank credit card customer service center was established with the establishment of CITIC Bank Credit Card Center.It has grown into a large-scale call center with more than 2900 customer service personnel serving more than 60 million credit card customers.CITIC Bank Credit Card Customer Service Center provides a one-stop 7 * 24 hours remote service for credit card customers across the country through telephone,network,micro-blog,micro-letter and other channels.Over the years,Customer Service Center has always insisted on deepening service details,paying attention to customer experience,innovating service products,adapting to the changes of the times with modern thinking and actions,and continuously enhancing the influence and competitiveness of service brands by promoting the construction of Customer Experience Center,Value Creation Center and Employee Development Center.According to the strategic requirements of the credit card center,the customer service department for the loan business and the middle-income business sector needs to operate in depth,enhance the influence of product brands,promote revenue growth,and to ensure the quality of service under the premise of large-scale.This is the most important challenge for the Department.Within the customer service center,we will also continue to deepen the construction of customer service card service platform,create customer service value creation platform,form various brand projects,and continue to explore service output,better enhance the ability of service marketing,customer service to create a value creation platform driven by extreme customer experience.This paper is carried out in the form of specific case study analysis.The specific arrangements are as follows: The first part explains the research background,purpose and significance of the case,and through the research status and theoretical support at home and abroad,puts forward the research significance,research focus and framework design structure of the paper;the second part describes the theory related to the paper.Knowledge,including the call center’s functional theory and telephone marketing theory;the third part of the credit card customer service center of CITIC telephone marketing strategy,the existing problems in-depth analysis;the fourth part of the same industry to learn from experience;the fifth part of the customer service center’s telephone marketing improvement strategy;the sixth part Some cases are summarized and future research directions are prospected.Based on the above analysis of the current situation of telephone marketing in customer service department,this paper discusses a more appropriate marketing strategy and technology to help customer service department develop and grow better,summarizes the current situation and success of the problems in development,and tries to find a set of methods suitable for call center telephone marketing management. |
